Naming Strategy

Gitcoin Naming Strategy R1

Naming Strategy

Brand Architecture

What is Brand

Architecture?

Naming Strategy

Brand architecture is the work of defining how consumers interact with our products, platforms, or sub-brands.

Naming Strategy

Branded House

Platform Brand

House of Brands

• Simplest expression of a brand comprised of primary brand under which all products live
• All products share a common identity and expression and positioning
• When it comes to naming, products usually take the masterbrand name, appended with a descriptor
• Becomes difficult when there are highly differentiated products

• Here, a more distinctive sub-brand is created, which houses a family of products underneath.
• For naming, this might mean a name for our platform that is wholly separate from Gitcoin
• Works well when there is a common audience across products.
• Provides flexibility for future growth, products, and audiences.

• Here, the parent brand iis a container for a range of sub-brands. There is much less connective tissue between the parent brand and the “offspring” brands
• When it comes to naming, each product or sub-brand iis named afresh (often more expressively, rather than descriptively)
• Provides the most freedom and flexibility for speaking to different audiences
• Often the strategy of portfolio companies who have acquired brands

Naming Strategy

Platform Brand Examples

Recommended

Approach: Platform

Naming Strategy

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• Provides flexibility for future growth, products, and audiences.

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• Provides ability for existing sub-brands to maintain accrued equity and new sub brands to build equity in new areas while maintaining association with existing.

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• Ideal for future audience segmentation within individual products while still keeping core audience as priority.

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• Allows for Token to be used across entire ecosystem of products.

Grants

Protocol

(WN)

Schilling Point

Passport

Gitcoin

Grants Program

Project Protocol

(WN)

Brand Architecture

We create tools and touchpoints that foster more equal opportunities to build what matters to your community.

To enable the scalability of community led funding possibilities.

To help communities organize, track, and manage their project(s).

To enable secure interactions through identity verification and reputation management.

Naming Strategy

Other

WORK IN PROGRESS:

Recommended structure

Placeholder copy

Explorer

Round Manager

Grants Hub

Naming Strategy

Naming Considerations

Internal

Competitor Names

Naming Strategy

WORK IN PROGRESS:

Recommend we explore competitors by protocol - but this grounds us in the present of Grants Suite

Takeaways

• Majority are descriptive or made up
• Not many evocative
• Most feel utilitarian and don’t inspire imagination around what’s possible

Naming Strategy

Creative Considerations

Cohesive:

Product names that feel like a “set.”

Naming Strategy

Complementary:

Product names that convey the importance of using these products together

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Strong Independently: Names that can standalone and feel just as strong as when used together

Customizable:

Product names emphasizing flexibility or customizability

Pronunciation:

Easy across languages

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Values Oriented:

Names that reflect values

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Immediate Get:

Names that immediately give user context and sense of value prop

Function Focused:

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Grants Protocol (wn): Growth, funding, innovation, Industriousness, efficacy, results

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Project Protocol (wn): Discovery, action, collaboration, hub, connection, collaboration, project home

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Reminder: Brand Values

Empowerment: We define empowerment as giving others the tools to step into their power and do something

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Impact: We define impact as having a measurable effect or influence

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Mutuality: We define mutuality as the sharing of feeling, action, or relationship between people

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Trust: We define trust as the belief in the reliability and intent of someone or something

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Forward Thinking: We define forward thinking as favoring innovation and progress as tools for building a better future

Naming Strategy

Brand & Protocol Personality Traits

Naming Strategy

GITCOIN

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Knowledgeable not pretentious

Relatable not casual

Dynamic not brash

Intentional not chaotic

Generous not overbearing

Open not reckless

Optimistic not naive

Delightful not silly

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Naming Strategy

Naming Directions

Mission

Naming Strategy

GITCOIN BRAND PERSONALITY +

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Informative not overkill

Flexible not confusing

Intuitive not lazy

Practical not boring

Effective not overpromising

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Personality Traits

To enable the scalability of community led funding possibilities.

Grants Protocol (WN) is an open, permissionless protocol that enables and scales community-led funding systems by allowing groups to pool resources and build funding mechanisms that are uniquely tailored to their needs.

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Grants Protocol Positioning Statement

Grants Protocol Naming Directions

Naming Strategy

Mission

Naming Strategy

GITCOIN BRAND PERSONALITY +

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Structured not rigid

Adaptable not wishy washy

Intuitive not lazy

Practical not boring

Effective not overpromising

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Personality Traits

To help communities register, organize, and manage their project(s).

Project Protocol (WN) is a decentralized registry of projects designed to empower project owners to grow their online reputation and connect with funding to bring their vision to life.

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Project Protocol Positioning Statement

Project Protocol Naming Directions

Naming Strategy

Grants Suite Considerations

Naming Strategy

Grants suite is a collection of dApps that allow ecosystem leaders to seamlessly launch, build and manage a grants program.

GITCOIN

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Knowledgeable not pretentious

Relatable not casual

Dynamic not brash

Intentional not chaotic

Generous not overbearing

Open not reckless

Optimistic not naive

Delightful not silly

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Intuitive not overkill

Comprehensive not complicated

Reliable not stagnant

Powerful not overcompensating

Grants Suite Naming Directions

Naming Strategy